In a joint promotion between the Metro newspaper and Hewlett Packard, our brief was to promote HP’s printers as a tool to release your creativity.
What did we do?
We produced a high profile competition for Metro readers to design their own cover of the newspaper. It encouraged them to be as creative as possible, taking as their inspiration the topic, ‘What do you have to say about your city?
The comprehensive campaign recruited people to enter via press, outdoor poster sites, an advanced microsite, together with viral applications on Facebook.
The campaign really packed a punch, attracting 80,000 unique visitors to the microsite and 63,000 votes in the competition, cast by 1,480 registered Metro readers.
What’s more, a whopping 60% of Metro readers had a more favourable view of HP as a result of the project, plus the campaign picked up the M&M award for ‘Best Contribution by a Media Owner’.
If you have an idea you’d like to chat about, we’d love to hear from you!